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Under Armour Announces New President of North America

Under Armour announced Friday it had appointed Jason LaRose as President of the company’s North American operations.

LaRose will be replacing Matthew Mirchin as president, who will transition to the role of strategic advisor of global revenue beginning Oct. 1. During the transition period, LaRose will continue to head the e-commerce business while being involved in the search for his successor.

“I would like to thank Matt for his strong leadership, vision and many contributions including leading the sales and marketing organizations at Under Armour over the last 11 years,” said Kevin Plank, Under Armour founder and CEO. “During his time at the company, Matt has become one of our chief architects in building the Under Armour brand and telling our story around the world. I would also like to congratulate Jason on his new role, where he and Matt will continue to accelerate our footprint in North America.”

LaRose began his tenure with the company in 2013, beginning his Under Armour career by leading the global e-commerce business. He later made his way to senior vice president of digital revenue last year. Mirchin and LaRose will continue to work together across Under Armour’s sales channels.

“Since joining Under Armour, Jason has been a rising star, establishing our E-commerce business globally,” said Charlie Maurath, Under Armour chief revenue officer. “I am confident that he will continue to thrive as he transitions to lead our growth in the North American region with Matt by his side. I want to thank Matt for doing a tremendous job strengthening our relationships with key partners during his tenure at Under Armour.”